| CODE | MRK2204 | ||||||
| TITLE | Services Marketing | ||||||
| UM LEVEL | 02 - Years 2, 3 in Modular Undergraduate Course | ||||||
| MQF LEVEL | Not Applicable | ||||||
| ECTS CREDITS | 3 | ||||||
| DEPARTMENT | Marketing | ||||||
| DESCRIPTION | Study-unit Aims The unit aims to develop proficiency in identifying services marketing problems enabling the formulation and implementation of solutions. Learning Outcomes 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: - Identify differences between services and tangible products and the role of service firms in the economy; - Understand the implications of service differences for marketing; - Understand the role of service quality and service satisfaction; - Appreciate the role of employees (and often customers) in service delivery, customer satisfaction and service quality; - Understand the role and implications of loyalty. 2. Skills: By the end of the study-unit the student will be able to apply marketing knowledge to the context of service firms and organisations. Main Text/s and any supplementary readings Core textbook - Wilson, A., Zeithaml, V.A., Bitner, M.J. and Gremler, D.D. (2012), Services Marketing - Integrating Customer Focus Across the Firm, European Edition, McGraw Hill. Additional Reading - Bloom P. (1984) Effective Marketing for Professional services Harvard Business Review 54504. - Caruana, A., Ewing, M. T. & Ramaseshan, B. (2000). Assessment of the three-column format SERVQUAL: An experimental approach. Journal of Business Research, 49 (1), 57-65. - Ford R. C., Heaton C. & Brown S. (2001) Delivering excellent service: Lessons from the best firms, California Management Review, 44 (1), 39-56. - Gilmore J. H., & Pine B. J. (2002) Beyond goods and services Strategy & Leadership 25 (3), 10-18. - Gilmore J. H., & Pine B. J. (2002) Customer experience places Strategy & Leadership, 30 (4), 4-8. - Harris L. C. & Goode M. M. H. (2004) The four levels of loyalty and the pivotal role of trust: a study of online service dynamics, Journal of Retailing, 80, 139-158. - Heskett J. K., Jones T.O., Loveman G. W., Sasser W. E., & Schlesenger L. A. (1994) Putting the service profit chain to work, Harvard Business Review, 4460. - Lovelock C. H., Wirtz J., (2007) Services Marketing: People, Technology, Strategy Prentice Hall 6th ed, ISBN-13: 9780131875524. - Matanovich T. (2003) Pricing services vs pricing products. Services Marketing July August 12-13. - Palmer, A. (2011), Principles of Services Marketing, Sixth Edition, McGraw Hill. - Parasuraman A. Berry L. L. & Zeithaml V. (1991) Understanding customer expectations of service, Sloan Management Review, 32(3), 39-48. - Parasuraman A., Zeithaml V.A. and Malhotra A. (2005) E-S-Qual: A multiple-Item scale for assessing electronic service quality, Journal of Service Research, 7(3), 213-233. - Schlesinger L. L. & Heskett J. (1991) The service driven service company, Harvard Business Review, Sept-Oct. |
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| STUDY-UNIT TYPE | Lecture | ||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Claire Briffa Theresa Hoban |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2025/6. It may be subject to change in subsequent years. |
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